Cardboard display unit for a mass merchandise display



L. EBERT June 12, 1956 CARDBOARD DISPLAY UNIT FOR A MASS MERCHANDISEDISPLAY 2 Sheets-Sheet 1 Filed Feb. 9. 1953 INVENTOR.

ZuDW/6 EBERT L. EBERT June 12, 1956 2 Sheets-Sheet 2 Filed Feb. 9. 1955w m n Y T E 5 NE u m 6 M w m m w A r s 7 5 2 I v I 1 0 0 Y Z B Z 5 m 1CARDBOARD DISPLAY UNIT FOR A MASS MERCHANDISE DISPLAY Ludwig Ebert, NewYork, N. Y., assignor to Einson-Freeman Co., Inc., Long Island City, N.Y., a corporation of Delaware Application February 9, 1953, Serial No.335,676

Claims. (Cl. 211-49) This invention relates generally to cardboarddisplay devices, and has particular reference to a display unit of theknock-down type intended for use with a multiplicity of merchandiseitems arranged in a mass merchandise display.

From an advertising and sales standpoint it is fre quently desirable toarrange a large number of identical merchandise items in closelyadjacent stacks, the mass of items having a unique attention-arrestingquality. Such a mass merchandise display is often placed in such alocation, in a super-market or other retail establishment, thatpurchasers may have direct access to the goods and may remove them asdesired. Under such circumstances it is necessary to provide anindependent anchorage for any display poster or other advertisingembellishment that may be associated with the merchandise, since thestacks themselves cannot be relied upon to support any such poster.

United States PatentO It is a general object of the present invention toprovide a display unit of improved and specialized character forassociation with a cluster of massed merchandise items, in which aninexpensive yet efiicient means is provided for maintaining a displayposter in proper position not- It withstanding the removal ofmerchandise.

The present improved unit consists, in brief, of a flat base ofappreciable size adapted to underlie at least one of the stacks ofmerchandise, a backbone or standard anchored to the base and adapted toextend vertically upward between the stacks, and a display postersecured to the upper end of the backbone. In accordance with theinvention, the backbone comprises radial ribs of flat character soarranged that a stack of merchandise items may be snugly accommodated inthe angle between each pair of adjacent ribs. Preferably the ribs arefour in number and are arranged at 90 intervals.

Among the features of the invention are the simplicity of the partsentering into the construction, and the consequent low cost ofmanufacture; the rigidity and staunchness which is neverthelessachieved; the ease with which the parts may be set up in readiness foruse, or disassembled and collapsed for purposes of storage or shipment;the ability to use the backbone itself, in addition to the displayposter which it carries, as a display part on which advertising or otherembellishment may be carried; and the possibility of forming the partsin such a way that the desired results may be achieved with only asingle printing on one face of flat cardboard stock.

The preferred way of achieving these general objectives and advantages,and such other objects and advantages as may hereinafter be pointed out,is illustrated in the accompanying drawings in which- Figure l is aperspective view of a display unit of the present character;

Figure 2 is a plan view, with the display poster omitted, and with partsbroken away;

Figures 3, 4 and 5 are plan views of the three elements of which thebackbone is composed;

Patented June 12, 1956 2 ments of Figures 3, 4 and 5 in assembledrelation with a part broken away;

Figure 7 is a cross-sectional view substantially on the line 7-7 ofFigure 6;

Figure 8 is a plan view of the blank of which the display poster isformed;

Figure 9 is a perspective view of the display poster, by itself;

Figure 10 is an enlarged cross-sectional view substantially on line10--10 of Figure 9;

Figure 11 is an enlarged fragmentary cross-sectional view substantiallyon the line 11--11 of Figure 1;

Figure 12 is a plan view of the blank entering into the construction ofa backbone of modified character;

Figure 13 is a plan view of the blank of which other elements of themodified backbone are formed;

Figure 14 is a plan view of the blank that may be used to form a displayposter of modified kind; and

Figure 15 is a view similar to Figure 10, showing the modified displayposter in cross-section.

The device chosen for illustration in Figure 1 is approximately two orthree feet in height, and may be satisfactorily composed of cardboardstock having a thickness of approximately 0.08 inch. It is intended foruse with four or more massed stacks of rectangular merchandise items,such as conventional boxes of cleaning tissue or the like. These detailsare mentioned merely by way of example, and it will be understood thatthe invention is not restricted to any exact sizes, nor to merchandiseitems of any particular character.

The unit consists essentially of a base 20, an upright backbone orstandard 21, and a display poster 22. The base is of appreciable areaadapted to underlie at least one of the stacks of merchandise items withwhich the unit is employed. In the illustrated device, the base has beenshown as a substantially square element, and it may be approximately tenor twelve inches long.

A convenient way to afford support for the backbone 21 is to form thebase 20 with a medial upstanding section 23 of two-ply thickness. Thismay be achieved by forming the base of a blank slightly longer than theultimate dimension, and folding the mid-portion upwardly to define twoadjacent vertical layers, as shown, which may be glued or stapledtogether. In the central portion of the section 23, a slot 24 is formed(see Figure 2) so that two ribs of the backbone may be inserteddownwardly into the space between the two plies of the section 23. Thebase 20 is also provided with slits 25 on opposite sides of the section23, adapted to receive anchoring tabs 26 formed on the lower ends of theother two ribs of the backbone. In Figure 2 one of the ribs of thebackbone has been broken away to reveal one of the slits 25 in the base20. A similar slit is arranged on the opposite side of the section 23,and it receives one of the tabs 26, as indicated in dotted lines, thetab being turned to lie in a horizontal plane directly beneath the base20. y

In the backbone herein chosen for illustration, there are four radialribs arranged at intervals. The ribs are formed of the three flatcardboard elements 27, 28 and 29, shown by themselves in Figures 3, 4and 5. Each of these rib elements is of elongated character, and it willbe observed that the element 27 is approximately twice as wide as eachof the elements 28 and 29. Along its medial longitudinal axis, theelement 27 is provided with a series of spaced longitudinal slots 30. Atits lower end, the element 27 is provided with the tabs 26, each ofwhich is adapted to be folded along the attachment line 31. Between thetabs 26 the element 27 may be provided with the short notch 32 whichfacilitates an interlocking engagement with the section 23 of the base,which may be provided with a corresponding notch at its center, the

to interlock. At its upper end the element 27 is provided with theupstanding substantially rectangular tongue 33 affording an anchoragefor the display poster presently to be described.

The rib element 28 is provided along one longitudinal edge withattachment tabs 34 spaced to correspond to the spacing of the slots 30.The element 29 is similarly provided with tabs 35.

A first step in the manufacture of the unit is to assemble the ribelements 27, 28 and 29 as indicated in Figures 6 and 7. The element 28is arranged transversely to the element 27, on one side of the latter,and the tabs 34 are inserted into the slots 30. The element 29 issimilarly arranged on the opposite side of the element 27, and the tabs35 are inserted through the slots 30 so that there are in each slot twooverlapping tabs, as indicated in Figure 7. By means of staples or otherfastening elements 36, each tab is secured to the adjacent part of therib element on the remote side of the slot.

Where the elements 28 and 29 are arranged at right angles to the element27, the resultant backbone or standard consists of four radial ribs, asshown. Each of the elements 28 and 29 has its upper region lying closelyadjacent to the upstanding tongue 33.

As will be readily understood, the device of Figure 6 may be collapsedinto a relatively flat condition during shipment and storage. When theunit is ready to be set up for use, the lower ends of the ribs definedby the narrower elements 28 and 29 are brought into alignment andinserted downwardly into the slot 24 in section 23 of the base 20. Atthe same time, the anchoring tabs 26 are folded along the lines 31 so asto lie in substantially horizontal planes, and each is threaded into thecorresponding slit 25 in the base 20. Preferably one of the tabs 26 isturned in one direction, the other tab in the other. The snug fitbetween the two plies of the section 23 and the ribs with which itengages, the interlock between the element 27 and the section 23 as aresult of the notch 32 and the corresponding notch in the section 23,and the interengagement between the anchoring tabs 26 and the slits 25of the base afford an unusually staunch securement of the upstandingbackbone with the base.

The display poster 22 shown in Figures 1, 8, 9 and is formed of a blankhaving a main display panel 37, a relatively small panel 38 hinged alongits lower edge 39, and a third relatively small panel 40 hinged to thepanel 38 along the line 41. The intermediate panel 38 is provided with acut-out 42 having a length substantially equal to the length of theupstanding tongue 33 on the element 27. During the course ofmanufacture, the panels 37, 38 and 40 are folded into the superposedrelation best shown in Figure 10, whereby the display poster has areinforced and thickened margin produced along its lower edge. The threepanels involved in forming this margin may be adhesively securedtogether, or stapled or otherwise held in the desired relation. Thecutout 42 defines a pocket adapted to fit snugly over the upstandingtongue 33, as best shown in Figure 11. This snug fit, coupled with thefact that the upper regions of the elements 28 and 29 snugly engage thethree-ply margin of the poster between them, secures the poster firmly.

In use, a stack of merchandise items is snugly fitted into the anglebetween each pair of adjacent ribs of the backbone. The stacks rest uponthe base 20, thus helping to hold the unit in position. The stacks maybe of any desired height, but it is contemplated that they will notextend beyond the lower margin of the display poster 22. Where the itemsstacks are of relatively light weight, such as boxes of cleaning tissueor the like, the presence of the backbone serves as a means to retainthe stacks in the contemplated mass relation, and an inadvertent joltupon any of the stacks will not result in collapse of the stacked items.

Obviously the display poster 22 may be embellished or printed on bothsides, if desired, and under certain circumstances it may be desirablealso to print indicia upon the faces of the upstanding ribs of thebackbone, this embellishment becoming visible as the items in the stacksare removed by purchasers.

The removal of items from the massed display does not affect thestability of the present unit, and the main display poster 22 is thusretained constantly in association with the display, regardless of thenumber of merchandise items remaining to be sold.

In Figures 12 and 13 I have shown a modification whereby each of theribs of the backbone is of two-ply thickness. Where this construction isemployed, the basic stock may be thinner, e. g., of a thicknessapproximately 0.04 inch. The element 43 of Figure 12 has a widthsubstantially twice as great as that of the corresponding element 2'7 ofFigure 3. It is provided with longitudinal fold lines 44 lying abouthalfway between the center and the longitudinal edges, thus formingouter panels 45 which are folded inwardly and lie fiatwise against thecorresponding mid-portion of the blank. Extensions 46 at the top arethus brought into registry with the extension 47 in the middle,producing an upstanding tongue corresponding to the tongue 33 of Figure3. Similarly, projecting parts 48 at the bottom edge are brought intoregistry with corresponding parts 49 to form anchoring tabs like thoseshown at 26 in Figure 3. The superposed parts of the blank are heldtogether by adhesive means or otherwise. Along the longitudinal centerthe element is provided with longitudinal slots 50 corresponding to theslots 30 shown in Figure 3.

The element 51 of Figure 13 is twice the width of each of the elements28 and 29 of Figures 4 and 5. One element like that shown at 51 isrequired for each of the narrower ribs. By folding the material of theblank 51 upon itself along a medial longitudinal line 52, and retainingthe superposed plies together by adhesive means or otherwise, a two-plyelement is formed corresponding exactly to each of the elements shown inFigures 4 and 5. The projections 53 at the longitudinal sides of theelement 51 come into registry to form tabs corresponding to those shownat 34 and 35.

The advantage of the two-ply formation of the ribs of the backbone, asindicated in Figures 12 and 13, lies in the fact that the basic stockmay be printed or embellished entirely on one side, i. e., the sidewhich is exposed outwardly when the manufacture has been completed.

A backbone formed of two-ply ribs and elements as indicated in Figures12 and 13 is in every other respect like the backbone hereinbeforedescribed.

In Figures 14 and 15 I have shown a modification of the display posterwhereby the same benefit may be achieved, viz., that a single printingor embellishment on only one side of the blank will result in a desiredadvertising message or ornamentation on both sides of the display posterultimately produced. The blank is in this case composed of two equalpanels 54 and 55, folded upon each other along the connecting fold line56. Along the edge opposite the line 56, the panel 55 is provided with asmaller panel 57 having a medial cut-out 53 corresponding to the cut-out42 of Figure 8. In completing the manufacture of the display poster, thepanel 57 is folded upwardly on to the inner (unprinted) face of thepanel 55, and becomes sandwiched between the panels 54, 55, as indicatedin Figure 15. Adhesive or other means are employed to hold the panelstogether, and in this respect the showing of Figure 15 is exaggerated.In actual practice, the superposed panels 54 and 55 are in directcontact, and the resultant display poster has a thickened three-plylower margin provided with a pocket which fits over the upstandingtongue of the backbone in the manner hereinbefore described.

- It will be understood that many of the details herein described andillustrated may be modified in various respects without altering thebasic nature of the unit, and without departing from the spirit andscope of the invention as expressed in the appended claims. It istherefore intended that these details be considered as illustrativeonly.

Having thus described my invention what I claim as new and desire tosecure by Letters Patent is:

l. A knock-down cardboard display unit for a mass merchandise displayinvolving a plurality of massed stacks of merchandise items, comprisinga flat base of appreciable size adapted to underlie at least one of saidstacks, and a backbone mounted upon and anchored to said base andadapted to extend vertically upward between said stacks, said backbonecomprising radial ribs of flat character so arranged that a stack ofmerchandise items may be snugly accommodated in the angle between eachpair of adjacent ribs, the base being provided with an upstandingsection of two-ply thickness adapted to receive between its plies thelower end of at least one of said ribs, said upstanding section having aslot along its upper edge through which said lower rib end passes.

2. A knock-down cardboard display unit for a mass merchandise displayinvolving a plurality of massed stacks of merchandise items, comprisinga fiat base of appreciable side adapted to underlie at least one of saidstacks, and a backbone mounted upon and anchored to said base andadapted to extend vertically upward between said stacks, said backbonecomprising radial ribs of flat character so arranged that a stack ofmerchandise items may be snugly accommodated in the angle between eachpair of adjacent ribs, said backbone comprising four radial ribs, onepair of alternate ribs lying substantially in the same plane, the basebeing provided with an upstanding section of two-ply thickness adaptedto receive between its plies the lower ends of said aligned pair ofribs, said upstanding section having a slot along its upper edge throughwhich said lower rib ends pass. I

3. A display unit as set forth in claim 2, said base being also providedwith slits on opposite sides of said section adapted to receiveanchoring tabs formed on the lower ends of the other two ribsrespectively.

4. In a knock-down cardboard display unit, a base, a backbone mountedupon and extending upwardly from said base, and a display poster securedto the upper end of said backbone said backbone including a flat elementhaving an upstanding tongue at its upper end, said poster being formedof a blank of cardboard stock doubled upon itself to define a thickenedlower margin of threeply thickness, a part of the middle ply being cutaway to form a pocket adapted to fit snugly over said tongue.

5. In a knock-down cardboard display unit, a base, a backbone mountedupon and extending upwardly from said base, and a display poster securedto the upper end of said backbone said backbone comprising four radialribs and including a flat element defining a pair of said ribs extendingin opposite directions, said element having an upstanding tongue at itsupper end, the other ribs lying transversely with respect to thefirst-mentioned pair and having upper regions at the level of saidtongue, said poster having a lower margin of three-ply thickness, a partof the middle ply being cut away to form a pocket adapted to fit snuglyover said tongue, said upper regions of the transverse ribs snuglyengaging said three-ply margin of the poster between them.

References Cited in the file of this patent UNITED STATES PATENTS102,047 Ruston Apr. 19, 1870 637,933 Horton Nov. 28, 1899 1,112,506Weiss Oct, 6, 1914 1,555,554 Cohn Sept. 29, 1925 1,890,965 Boeye Dec.13, 1932 1,934,846 Ebert Nov. 14, 1933 2,063,393 McIver Dec. 8, 19362,278,109 Karp et a1. Mar. 31, 1942 2,454,858 Burt Nov. 30, 19482,489,528 Goldstein Nov. 24, 1949 2,663,104 Hoagland Dec. 22, 1953FOREIGN PATENTS 717,565 France Oct. 20, 1931

